IIex 2018

Mihkel Jäätma | 12 June 2018 | Santiago

There is nothing hotter in video advertising right now than six-seconds ads. With the average attention span of a consumer now shorter than a goldfish’s at just eight seconds, the bite-sized format is really gaining traction across Adland.

There is nothing hotter in video advertising right now than six-seconds ads. With the average attention span of a consumer now shorter than a goldfish’s at just eight seconds, the bite-sized format is really gaining traction across Adland.

According to recent research, the number of vendors adopting video advertising’s answer to the tweet has quadrupled in the last quarter alone, with a host of TV networks and social platforms already betting big on these bite-sized formats.

With predictions of exponential growth - this appetite for snackable ads is showing no signs of slowing down. Mihkel Jaatma, CEO of emotion AI tech pioneers Realeyes, explores the trends around six-second ads in more detail. Using a number of different case studies, he reveals the latest insights from Realeyes’ six-second study to enable advertisers and publishers to make every second count.

Mihkel presents key findings based on Realeyes’ latest research including a partnership with the FreeWheel Council:

- Generate 3x more emotional impact per second than 30sec videos
- 40% more emotionally engaging for teens
- 43% more emotionally engaging in the context of premium content
- 2x more effective in triggering memories than building them
- Effective uses as a campaign trigger – a call-to-action or a reminder

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